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Elite Traveler – ET Insider – August 28, 2012


ET Insider – August28, 2012

Elite Traveler Insider –


August 28, 2012

Elite Traveler Insider

============================================================ More than ever private jet travelers, or elite travelers as we like to call them, are the most lucrative market for luxury brands and service providers. With readers spending $10,000 per hour to fly privately, the over 600,000 readers Elite Traveler reaches each issue provide you a great way to make sure your message is in front of consumers who have the money to be good customers. With our Asia Edition, Elite Traveler Superyachts, our over 60 Elite Traveler Destination Guides at, our global database of private jet owners and our award-winning custom marketing team, we would welcome the opportunity to be of help to you in making sure you get a bigger share of our reader spending

With a Net Worth of more than $25 trillion, I hope you will agree elite travelers should be a key target for your marketing! =============================================================

Follow Doug Gollan on Twitter: ============================================================= “Recently we had an American customer who walked in with a copy of Elite Traveler and booked two suites that been directly featured in the magazine. The value of the booking was in the region of $200,000.” – Tony Potter, Corinthia Hotels =============================================================


In this issue:

1. Think Local, Market Global To Get High Spending Elite Travelers

2. Zuckerberg ‘Likes’ Private Jet Travel 3. Bad Economy Hits Pet Ownership

4. When We Told You the Super Rich Were Worth $40 Trillion, We Forgot Something



1. Think Local, Market Global To Get High Spending Elite Travelers

The depressed U.S. real estate market – with prices still 35% below their 2006 peak according to S&P/Case-Shiller index of values in 20 cities – is getting a big boast from overseas buyers. Dollar volume of U.S. homes sold to foreign buyers rose 24 percent in the 12 months through March as investors from Canada, China, India, Mexico and the U.K. took advantage of low prices and favorable exchange rates.

Foreign buyers spent about $82.5 billion in the period, according to the National Association of Realtors. That accounted for 4.8 percent of the $928.2 billion U.S. market for home sales and 25 percent of homes sold for $1 million +. Arizona, California, Florida and Texas accounted for 51 percent of the purchases by foreigners, according to the report. Florida has been the fastest-growing destination of choice, accounting for 26 percent of overseas transactions. California was second with 11 percent and Texas and Arizona accounted for 7 percent each.

International buyers paid an average $400,000 compared with the $212,000 average of all deals in the U.S. Overseas clients are typically wealthier and looking for a specialized property, such as a home suitable for multigenerational living or a vacation house, according to the report.

Canadians made 24 percent of international deals, followed by Chinese buyers with 11 percent and Mexicans with 8 percent. India and the U.K. each accounted for 6 percent of purchases.

Elite Traveler gives you BPA audited distribution to private jet travelers in Canada, China, Mexico, India, the U.K. and over 100 countries worldwide, all with one ad placement.

============================================================ “Elite Traveler is a key media source for us with well over $200,000 in sales we can track directly back to our ads in your magazine over the past year.” – Charles Krypell, Owner, Charles Krypell ============================================================

2. Zuckerberg ‘Likes’ Private Jet Travel So much for those stories about flying economy class. Facebook chief Mark Zuckerberg was given almost $700,000 for private jets in 2011, according to recent filings. The amount reported represents approximately $692,679 for costs related to personal use of aircraft chartered in connection with his comprehensive security program and on which family and friends flew during 2011. For purposes of reporting the value of such personal usage, costs were provided by the applicable charter company, which include passenger fees, fuel, crew and catering costs.

“But Zuckerberg isn’t the only tech CEO that has expensive travel habits. Zynga’s Mark Pincus has a $1 million security detail, according to Business Insider. The report suggested that Zuckerberg can’t fly commercial because he would be subject to “stalkers and other kinds of crazy.”

============================================================ “From the Summer Edition of Elite Traveler Superyachts, as well as the Asia Edition including the May/June issue we are happy to report sales ($437,000) of the timekeepers we advertised”  – Patrik Hoffmann, CEO Ulysse Nardin ====================================================================

3. Bad Economy Hits Pet Ownership

Are you betting on a recovery of aspirational consumers? According to the American Veterinary Association, don’t.

According to a study of some 50,000 ‘affluent’ homes that owned pets, ownership of dogs decreased 1.9 percent, while households owning cats declined 6.2 percent, although cats still outnumber dogs as pets. “Obviously the recession is probably a big reason for this decline,” says Karen Felsted, DVM, MS, CPA, CVPM, president of Felsted Veterinary Consultants and presenter of the data.

“And those keeping pets are cutting expenses. “What I find particularly disturbing is that 45 percent of cat-owning households never visited a veterinary clinic in 2011,” Felsted says. “That’s up dramatically from 35 percent in 2001 and 36 percent in 2011.”

And if you think pet ownership is cheap, think again: Pet owners spent $28 billion on veterinary care in 2011, with about two-thirds of that spent on dogs.

================================================================= “We sold two DeWitt Golden Afternoon timepieces retailing for $86,500 from your March/April issue – in the first week the magazine was out.”  – Jon Omer, Vice President, DeWitt ============================================================

4. When We Told You the Super Rich Were Worth $40 Trillion, We Forgot Something

Recent press articles about Ultra High Net Worth wealth stored in overseas tax havens revealed a couple interesting points. While Citi/Knight Frank estimates the wealth of the global Super Rich at $40 trillion, it might have been almost $10 trillion short. Some 100,000 families, according to reports, had $9.8 trillion in additional wealth located in tax havens.

“So what is $9.8 trillion like? – 49 million mass affluent households making $200,000 per year – Winning a $300 million lottery 32,666 times – Buying every watch Swiss made watch ($19 billion per year) for the next 515 years – Buying 100 million luxury autos

“In other words, we sort of think it makes sense to market to these folks – if you want to sell your products. And of course, with Elite Traveler’s global readership of private jet travelers, we deliver more of these elite travelers than any other media in the world! Or as one person said, “we make your media plan better.”

============================================================ “Again this year Elite Traveler continues to be our #1 source for reservations generating close to $1 million in bookings from your readership of private jet travelers”  – Sean Emmerton, Villas del Mar ============================================================ All the best,

Douglas D. Gollan Group President and Editor-in-Chief Elite Traveler, the private jet lifestyle magazine Elite Traveler Superyachts, the superyacht lifestyle magazine Elite Traveler Asia, Asia’s private jet lifestyle magazine, the private jet lifestyle online Elite Traveler Update, our weekly e-Newsletter to private jet owners worldwide

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